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First 5 LA Launches Campaign To Inform Parents On Importance Of Quality Early Care And Education
President Obama's State of the Union Address Affirms Value of Early Education in a Child's Life-Long Achievement

LOS ANGELES, Feb. 13, 2013 /PRNewswire/ -- Ninety percent of a child's brain develops by age 5; these early years are critical to the development of how a child thinks, feels, acts, and interacts with others.  To help parents who need to find someone to watch after their child during these early development years, First 5 LA has launched "Quality Child Care Lasts a Lifetime," a campaign aimed at informing parents about the life-long benefits of quality early care and education and tips to help them make informed decisions.  The campaign consists of English and Spanish radio, print, cable, Transit TV, and out of home ads, collateral materials, a website, and a comprehensive outreach effort in over 15 communities throughout the region.  

President Barack Obama in his recent State of the Union address affirmed that "study after study shows that the sooner a child begins learning, the better he or she does down the road," highlighting the important role quality early care and education plays in shaping a child's future. Research shows that children who receive quality child care show more advanced language skills, do better in school, have fewer behavioral problems, and develop better social skills. Ultimately, they are more likely to graduate from high school and succeed in their academic careers.  President Obama also called out some of the societal benefits of early education including increased graduation rates, reduced teen pregnancy and reduced violent crime.

According to First 5 LA, however, many parents are not aware the first 5 years of their child's life may determine the level of success they will reach as adults.  The agency, through its "Quality Child Care Lasts a Lifetime" campaign, wants to encourage those organizations that work directly with parents, to help deliver this important message. 

The following community partners who have agreed to help distribute, promote and post campaign materials through their networks include the City of Azusa, City of Baldwin Park, City of Carson, City of Inglewood, City of Lancaster, City of Long Beach, City of Montebello, City of Norwalk, City of Paramount, and the Los Angeles Public Library.  First 5 LA will continue to reach out to other partners to help promote the campaign message. Communities and organizations interested in participating in the campaign should contact Maricela Cueva at (626) 403-3200.

To learn more about the Quality Child Care Lasts a Lifetime campaign, visit First 5 LA's website for parents,

About First 5 LA
First 5 LA oversees the L.A. County allocation of funds from Proposition 10, which added a 50-cent tax on tobacco products sold in California. Funds raised help pay for health care, education and child development programs for children from the prenatal stage to age five and their families. First 5 LA's mission is to increase the number of young children who are physically and emotionally healthy, safe, and ready to learn. For more information, please visit


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